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Nov 17, 2022 426 likes •760 views

Innovativeness and its impact on social responsibility: comparing U.S. firms with global competitors Xiaoou Han,PhD student of Forest products marketing and Eric Hansen, Professor of Forest products marketing Oregon State University USA

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Innovativeness and its impact on social responsibility: comparing U.S. firms with global competitors

Xiaoou Han,PhD student of Forest products marketing and Eric Hansen, Professor of Forest products marketing Oregon State University USA

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Outline

Corporate social responsibility (CSR)
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Corporate social responsibility

The business of business is business???

“The Social Responsibility of Business is to Increase its Profits.”

by Milton Friedman

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Corporate social responsibility

The business of business is business???

The continuum of business responsibilities (Carroll 1979)

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Corporate social responsibility

The multi-dimensional construct of CSR (Panwar 2006)

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Outline

Corporate social responsibility
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Innovation vs. Innovativeness Innovation

something new

创新

to create

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Innovation vs. Innovativeness Innovativeness

something new characteristics to create

创新性

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Innovation vs. Innovativeness

Innovation Innovativeness

“product” “service” “technology” “manufacturing process” “business system” … “degree” “notion” “capacity” “propensity” …

To summarize…

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Innovativeness Corporate social responsibility ? (CSR)

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Outline

Corporate social responsibility
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Two antecedents of innovativeness

Market Orientation Learning Orientation

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Two antecedents of innovativeness

Market Orientation

Customer orientation Competitor orientation Interfunctional coordination

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Two antecedents of innovativeness

Learning Orientation

Commitment to learning Open-mindedness Shared vision Intraorganizational knowledge sharing

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Outline

Corporate social responsibility
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Theoretical Framework

CSR Innovativeness Market Orientation Learning Orientation

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Outline

Corporate social responsibility
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Objectives

Investigate market orientation (MO) and learning
rientation (LO) as key antecedents to firm

innovativeness

Assess the relationship between innovativeness and

CSR in the global forest sector

Compare U. S. firms with competitors in the global

forest sector

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Outline

Corporate social responsibility
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Methods

Stage 1: Content analysis Stage 2: Survey

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Methods

CSR Innovativeness Market Orientation Learning Orientation

Literature Literature Literature ???

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Methods

Stage 1: Content analysis

Collect annual and CSR/sustainability reports Source: company websites Content analysis (including a reliability test) Reference: Ashridge Centre for Business and Society, 2005 Software: Nvivo Statistical analysis Software: SPSS Identify Top 100 forest companies Source: PWC annual industry survey 2008

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Methods

Stage 2:survey

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Outline

Corporate social responsibility (CSR)
Innovation and innovativeness
The antecedents of innovativeness
Theoretical framework
Objectives
Methods
Findings

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Findings

“Community activities”

“We regularly consult with the communities where we work to understand their concerns and identify common goals and needs. Together we agree on the approach that will best serve the community and that will have the least negative

impact. “
--Kimberly-Clark

“As individuals and as teams, LP’s generous and resourceful volunteers donate many thousands of hours to their communities every year. “

--Louisiana-Pacific

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Findings

Stage 1

Europe, 23 North America, 34 Asia , 10 Latin America, 8 Africa, 2 Oceania, 1

Total number of companies: 80

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Findings

Stage 1

+ = 110

Total number of reports: 110 Annual reports: 76 CSR reports: 34

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Findings

Stage 1

New measure of CSR
Significant positive relationship between company sales and

CSR implementation

Insignificant regional difference in terms of CSR

implementation

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Findings

Stage 2 Received 47 responses by August 4, 2010 ( response rate: 16%), still on-going.

Significant positive relationship between MO, LO and

innovativeness.

Insignificant relationship between innovativeness and CSR
Weak support showing that U. S. firms are doing better than

the companies in other countries in terms of CSR implementation.

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Findings

Stage 2 Received 60 responses by August 16, 2010 (response rate: 20%). Nineteen are from the CEOs.

North America, 30 Asia, 16 Europe, 11 Latin America, 1 Oceania, 1 South Africa, 1

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Thank you!

Xiaoou (Jane) Han Ph.D Student/Graduate Research Assistant College of Forestry Oregon State University xiaoou.han@oregonstate.edu